JOIK rebaranding
JOIK is an Estonian natural cosmetics brand founded in 2005. The name JOIK comes from the word “joik”, a traditional Sámi song, and reflects the brand’s desire to use ancient skills for the well-being and health of people today. JOIK is constantly evolving, combining natural ingredients with modern knowledge and the needs of contemporary people.
JOIK’s facial and body care products were the first in Estonia to receive the international COSMOS Organic certification for natural and organic cosmetics. Since the home fragrances and bathroom products remained unchanged, the original JOIK brand was split into two lines: JOIK Organic and JOIK Home & Spa.
JOIK Organic – organic cosmetics that are pure, Nordic, effective, and honest. From these keywords and the “O” in JOIK, a symbol was born: a low Nordic tundra sun, which moves through the series in soft pastel tones set against crisp white packaging. Most products now come in glass containers, and plastic packaging is recyclable. The cardboard boxes are made from responsibly managed forest paper. Pure Nordic beauty – inside and out. Because honesty is always beautiful.
JOIK Home & Spa also received a thorough refresh. The wide palette of scents and colors, designed to evoke emotions and atmosphere, appears as vibrant and clear color circles on packaging with JOIK’s signature black background.
The project won several national awards for branding, packaging and photography.
